Barbie, He-Man Characters Get a Hollywood Agent. Is this a New Trend?
There is a new trend in the Hollywood Agency business
Toymaker Mattel Signs Deal With CAA for Hollywood Exposure for Barbie and He-Man characters.
February 07, 2008
NEW YORK -- Toy giant Mattel is stepping up its efforts into branded entertainment by partnering with Creative Artists Agency's marketing division, hoping to leverage the Hollywood agency's many contacts into more opportunities for its long list of brands including Barbie and He-Man.
Mattel is responsible for the licensed manufacturing of toy lines for many entertainment properties, ranging from Walt Disney's Aladdin and Lion King and Pixar's "Cars" to "The Simpsons," "Sesame Street," Nickelodeon's "SpongeBob SquarePants," and even Warner Brother's '90s hit "Demolition Man."
Next Wave of integration of toys and Hollywood.
"The first wave started in 1976 when a team of toy executives at Kenner Products began licensing TV and Hollywood films for licensed manufacturing of toys and games. This represents the next chapter or evolution of toys and entertainment", said Jacob R. Miles III, founder of Grapevine Star Entertainment and an executive at Kenner Products at the beginning of the first wave working on Six Million Dollar Man, Bionic Woman, Star Wars, Knight Rider among many others.
"This is the next chapter of our entertainment strategy," said Richard Dickson, the toymaker's senior VP-marketing, media and entertainment. "Mattel's strength is that we are a marketing company that can conceptualize new brands and [intellectual properties], and generate entertainment opportunities that can extend the brands. We've had a lot of success with Barbie on DVDs and on the web with BarbieGirls.com and Hotwheels.com. But other forms of communication are becoming more important and CAA has the skill sets we need to navigate the complexity of the entertainment space."
While best known for representing artists from Bruce Willis to Bob Dylan, CAA's marketing division represents several corporate clients, such as Coca-Cola and eBay. Its position in the Hollywood contact ecosystem will help evolve Mattel's entertainment strategy by giving it a unique access to the industry.
Both Mattel and CAA refused to comment on future plans, saying it was too early in the partnership to disclose any possible branded-entertainment projects. But if the toymaker's successful past in the area is anything to go by, expect to see a renaissance of classic Mattel brands.
"Great properties resonate with many people. There will always be the possibility to refresh and reintroduce them in a way that re-creates that impact," Mr. Dickson said. "I don't like giving props to the competition, but [Hasbro's] 'Transformers' did a wonderful job of reintroducing the brand to a new generation [with the movie]."
What do you think Mattel or any other toy company should do with Creative Artist Agency to build their brands in Hollywood?
Toymaker Mattel Signs Deal With CAA for Hollywood Exposure for Barbie and He-Man characters.
February 07, 2008
NEW YORK -- Toy giant Mattel is stepping up its efforts into branded entertainment by partnering with Creative Artists Agency's marketing division, hoping to leverage the Hollywood agency's many contacts into more opportunities for its long list of brands including Barbie and He-Man.
Mattel is responsible for the licensed manufacturing of toy lines for many entertainment properties, ranging from Walt Disney's Aladdin and Lion King and Pixar's "Cars" to "The Simpsons," "Sesame Street," Nickelodeon's "SpongeBob SquarePants," and even Warner Brother's '90s hit "Demolition Man."
Next Wave of integration of toys and Hollywood.
"The first wave started in 1976 when a team of toy executives at Kenner Products began licensing TV and Hollywood films for licensed manufacturing of toys and games. This represents the next chapter or evolution of toys and entertainment", said Jacob R. Miles III, founder of Grapevine Star Entertainment and an executive at Kenner Products at the beginning of the first wave working on Six Million Dollar Man, Bionic Woman, Star Wars, Knight Rider among many others.
"This is the next chapter of our entertainment strategy," said Richard Dickson, the toymaker's senior VP-marketing, media and entertainment. "Mattel's strength is that we are a marketing company that can conceptualize new brands and [intellectual properties], and generate entertainment opportunities that can extend the brands. We've had a lot of success with Barbie on DVDs and on the web with BarbieGirls.com and Hotwheels.com. But other forms of communication are becoming more important and CAA has the skill sets we need to navigate the complexity of the entertainment space."
While best known for representing artists from Bruce Willis to Bob Dylan, CAA's marketing division represents several corporate clients, such as Coca-Cola and eBay. Its position in the Hollywood contact ecosystem will help evolve Mattel's entertainment strategy by giving it a unique access to the industry.
Both Mattel and CAA refused to comment on future plans, saying it was too early in the partnership to disclose any possible branded-entertainment projects. But if the toymaker's successful past in the area is anything to go by, expect to see a renaissance of classic Mattel brands.
"Great properties resonate with many people. There will always be the possibility to refresh and reintroduce them in a way that re-creates that impact," Mr. Dickson said. "I don't like giving props to the competition, but [Hasbro's] 'Transformers' did a wonderful job of reintroducing the brand to a new generation [with the movie]."
What do you think Mattel or any other toy company should do with Creative Artist Agency to build their brands in Hollywood?
Replies to This Discussion
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Permalink Reply by Aldric Chang on -
It's a pretty good idea. This will ensure maximum exploitation of the IP.
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